Stakeholder Interview Template

PROJECT VISION

What are the potential pitfalls (i.e. what keeps you up at night about this project)?

USERS

Different types of users (salesperson vs supervisor vs analyst)

Who is primary?

Role(s)?

Typical Background?

Defining Attribute?

VALUE PROPOSITION

What problems do users have that this offering solves?

What is the core value prop of the offering?

What are the main marketing messages?

COMPETITION

What similar tools are in use today?

Target Market? Value Proposition?

What are their relative strengths/weaknesses?

How is this offering different?

YOUR CUSTOMERS

Target market(s)?

What role is your team selling to?

What problem do they have that their offering solves?

Who is their competition?

How are they differentiated?

PROCESS & WORKFLOW (example questions here for a Salesperson role)

What is the nature between the salesperson and their customer?

How does the salesperson know when it is time to engage with a customer? Are there multiple types of engagements? Are there other key patterns (e.g. cyclical patterns, size of company, level of customer savy-ness, industry, etc)

How do they prepare? How do they work with? What tools do they use?

How do they engage? What is the first step? And the next (and so on)? How does the engagement end?

What frustrations/ pain points do they experience with their current process?

CONTEXT OF USE

What tools do they use today? Where do those tools fit? (collect screenshots, printouts, any relevant articles if possible)

What data points do they collect today? What insight are they able to share with customers today? How do they share it? What does it look like?